The Ogilvy Layout
Named after advertising expert David Ogilvy.
He devised an ad layout formula for some of his most successful ads.
You must have all five components: 1. Visual
2. Caption
3. Headline
4. Copy
5. Signature
Directions:
1. Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or add some space for macimum impact.
2. For photos, place a descriptive caption below
3. Put your headline next
4.Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy.
5.Place your contact information (signature) in the lower right corner. That's generally the last place a reader's eye gravitates
to when reading an ad.
Example:
Z Layout This layout will mentally impose the letter Z or a backwards S on the page.
Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z.
Example:
Illustrated Layout
Use photos to:
~show the product in use
~show the results of using the product or service
OR
~illustrate complicated concepts or technical issues
~grab attention through humor, size, dramatic content
Example:
The Ogilvy Layout
Named after advertising expert David Ogilvy.
He devised an ad layout formula for some of his most successful ads.
You must have all five components:
1. Visual
2. Caption
3. Headline
4. Copy
5. Signature
Directions:
1. Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or add some space for macimum impact.
2. For photos, place a descriptive caption below
3. Put your headline next
4.Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy.
5.Place your contact information (signature) in the lower right corner. That's generally the last place a reader's eye gravitates
to when reading an ad.
Example:
Z Layout
This layout will mentally impose the letter Z or a backwards S on the page.
Place important items or those you want the reader to see first along the top of the Z.
The eye normally follows the path of the Z, so place your "call to action" at the end of the Z.
Example:
Illustrated Layout
Use photos to:
~show the product in use
~show the results of using the product or service
OR
~illustrate complicated concepts or technical issues
~grab attention through humor, size, dramatic content
Example: